OTT Video Content Platform Analysis:

• Local player Hotstar leads the market at present, with a sharp focus on cricket and content partnerships. According to the survey, 56% of Hotstar’s users hail from metro cities. The platform also has the highest penetration of non-paying users.

• Netflix and Amazon’s Prime Video were found to be highly popular in metros. Top

5 metros account for more than 65% users of these platforms. This was highest as compared to all other major platforms. These two platforms also have the highest penetration of salaried employees.

• However, SONYLIV scores highest among Tier I cities. More than 40% of SONYLIV

users are from Tier I cities.

• Voot has the highest penetration of female users. It also has the highest penetration

of young users aged between 16-24 years.

• Altbalaji scored highest among 25-35 age group users, which account for 59% of

its users. Also, the platform is highly popular in Kolkata, with more than one-third of its users from Kolkata alone. This was the highest among all major platforms.

• Erosnow has the largest share (59%) of its users in the 25-39 age bracket in Tier

II/III cities, highest among all major OTT platforms.